Week 10 CHildren and Flashcards
How are kids exposed to advertisijg
tv ads
youtube
youtube videos
advergames
social media
school
public transit
What is Advergaming
pay to win game
why are children the target of advertising
children have a large buying power
and they take less steps to purchase as compared to teens, and especially adults
what does it mean that children are 3 markets in 1
- they have their own money that they can spend
- they influence their parents spending through nagging
- children are the future market
What is nagging
nagging is the direct influence of children otherwise knowing as nagging
What is the closed gap factor or the peter pan syndrome
parents are also targets of childrens advertising
they may buy products in order to feel more connected and a part of their childrens lives or to be cool with their kids
What is the technology factor
children may introduce new technology and products to their parents
what is the future factor
children are the future consumer market
our society trains children to consume
What 3 phenomenon acount for the massive growth of the child consuemr industry
- deregulation
- character licensing
- market segmentation
What is the deregulation of childrens advertising
started in the 70s with a push for advertising regulation for childrren
3 groups were involved in the debates
Governmental bodies
child advocate groups
and the entertainment industry
Where is it illegal to advertise to children under 13
in Quebec, however children there are exposed to social media and internet advertising and tv ads from different countries and provinces
Who regulates childrens advertising in Canada
It is self regulated by the ASC under the broadcasting code for advertising to children
What is childrens advertising defined as according to the childrens code
any paid commercial message that is carried in or immediately adjacent to a childrens program
what is childrens program defined as in the childrens code
a program that is directed to the under-12 audience as defined by the broadcaster
What are some examples of the broadcasting code for children
Factual presentation- no childrens ads my employ any subliminal messaging/ the results of drawing or art should be shown as something attainable by an average child
Scheduling- same commercial or mroe than one promoting the same product cannot be aired more than once in a half hour
THERE ARE MANY OTHERS THAT ARE KINDA LIKE COMMON SENSE
How is the act enforced
it is on the public to report complaints
once a complaint is received the advertising standards canada reviews the complaint
What occured during the development of character licencsing
pre 1980 children entertainment and ads was targeted mostly to boys
character licesnsing allowed and still allows for a wide range of products relating to popular children characters to be sold
What is the shortcake strategy
strawberry shortcake was the first truly successful character licensing campaign
opened up the market to girl consuemrs
the success of the campagin dubbed character licensing as the short cake strategy
What was the third shift of narrow casting to children and teens
from 84-88 we see many new tv channels
like nickelodeon
ytv
mtv
they opened up a avenue to advertise to youth 24/7 instead of just saturday morning cartoons
What continued to happen in the 90s and 2000s
the market continues to fragment
concept of tweens created in the 90s as a result of this
why are ads harmful to kids
children are more vulnerable to impacts and manipulations of advertising because of limited information resources, personal experience, and context for claims
What are the impacts of childrens advertising
children confuse fact and fiction
stereotypes gender attitudes are created
chidlren more prone to materialism and consuemrism
unhealthy food habits
increased risk of obesity
diminished development
poor socialization
impact on self esteem
